The Big Idea

 "An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational." Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.68 With my campaign I plan to bring Yoo-Hoo chocolate drink up to the times and more modern. The first part of my campaign is to throw a launch party to reintroduce my product to public again in a different light. I well be taking a hand full of Yoo-Hoo classic bottles, cans, and juice boxes to Flex Night club and let everyone sample them. The bar well be making Yoo-Hoo chocolate martinies. There well also be a drag show going on and the hostess of the show well be making announcements to promote my product.   "Because big ideas reveal their potential in a flash, you can literally see everything fall into place. A big idea grows outward, absorbing smaller ideas and creating whole families of supporting ideas. It works across media and multiple types of executions and leaves conventional advertising campaigns behind by becoming news, commentary, comedy and watercooler conversation."
Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley   pg.25   I chose this venue to try something different and bring out the other side of society that is more then often forgotten about. The idea was to once again bring Y00-Hoo up to date and more on the modern side of advertising. The guest that came out to my promotional event all went home with a small juice box size of Yoo-Hoo to share with someone special or keep for themselves. "The idea sets the framework for all your design decisions. An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time."        Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley  pg.68     

Competitive Analyses

"All of us certainly want to distance ourselves from hucksterism, patented medicine and snake oil salesmen, and charlatans. That said, effective advertising is based on strategies of persuasion, whether a commercial ad uses social acceptance to persuade someone to purchase a brand name mouthwash or a public service advertising (PSA) campaign uses humor to encourage people to get tested for colon cancer." Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg108 Through my research I have noticed there is not to much competition out there for Yoo-Hoo chocolate drink due to the fact that I dont feel to many companies advertise for it much. There biggest competitor would have to be the Nestle Quick chocolate milk but then again there is not much advertising being done for them either. I remember a few years ago they use to advertise a lot on tv but I cant remember the last time I saw one of there commercials.  "Orientation is Phase 1 of a project. It includes the initial meeting with a client; a briefing on the assignment; the internal planning meeting; a definition of the client's goals and requirements; learning about the client's business or organization, product, service, or group; determining the audience; and analyzing the competition." Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.15    I found that after meeting with my client there are a few other forms of chocolate drinks out there, Starbucks and Dunkn Donuts both have chocolate drinks but there more on the coffee side so I dont really consider them to much on the same level of competition. With Yoo-Hoo chocolate drink being sold in grocery stores its more hands on and being seen while shopping. The only plus that our competitors have on us is they advertise to an older crowd, so with my campaign I plan to do the same.   " Learning about your client's business (general industry or sector and particular business, product, service, or organization) is paramount. Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment. In a midsize or large agency, the account manager and client provide information to you."  Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.16

Yoohoo, the sip that takes seconds, for the taste that is a legend!

YOO-HOO, THE SIP THAT TAKES SECONDS, FOR THE TASTE THAT IS A LEGEND!

"The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan, or strap line." Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley   pg.102 Im talking about the legendary taste of Yoo-hoo chocolate drink. I have been a fan of this drink since I was a kid and I love it. I chose this slogan because to me its basically true, it you only take a few sips of Yoo-hoo and its gone but Yoo-hoo itself has been around since 1920. This great drink started out being advertised and known as an adults sports drink. Thanks to Yogi Berra and his Yankee teammates who supported what was probably the most successful Yoo-hoo advertising campaign in the company's history. "An advertising campaign is a series of coordinated ads, based on an overarching strategy and closely related ideas and connected by look and feel, voice, tone, style, imagery, and tagline, where each individual ad in the campaign also can stand on its own. An integrated media ad campaign works across channels, which might include print, broadcast, interactive, mobile, video-sharing, other screen-based media, out-of-home media, and unconventional media. " Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.192   With my campaign I plan to take Yoo-Hoo to the next level and on the other side of the spectrum. I want to show how this great drink has been around for such and long time and is still growing strong but in a different area of life. My slogan to me says it all you enjoy it with just a few simple sips of may it a be a classic bottle, a can, or even a small little juice box, but its the taste you rememeber and leaves you wanting more. " From the strategy, you conceive a premise, a central theme, that forms the basis of your claim. The premise should be based on an insight into the brand, the product (or service or group), and the audience." Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wileypg.193

Week 8 BOC: Progress on final project

For my final project I chose one of my favorite chocolate drinks which is Yoohoo! I didn't realize this drink has been around a very long time but started out advertised as an adults sports drink. Over the years it has turn into a more chocolate drink for everyone and for all ages. If you stop and think about it there is not much advertisement for Yoohoo at all now a days, so what I want to do is take a more modern day out look for the product. I think the marketing look of the can is great. It is nice and bright and simple. It tells you right on the that you have to shake it well before drinking it. I feel the brightness and simplicity of the product catches the consumers attention but just no advertising for it. Which in all honestly means that this product is still around for so many year just by word of mouth from people who have tasted in the past. So my plan is to either ask some of my local celebrity friends or just friends in general to help pose or act in my advertising campaign to get a more modern day feel to a already great drink.

Week 7 EOC: The Pitch

                       Yoo-hoo, the sip that takes seconds but the taste that is a legend!


"Advertising giant David Ogilvy once said, “If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular”1 Some of the greatest advertising lines have two things in common: they don't sound like sales pitches, and they ring true. Some have even found their way into the vernacular:" Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg 95

Yoo-hoo!!! Who me? No i was asking for a Yoo-hoo chocolate drink silly. Yoo-hoo can mean a few different things depending on  how you use it and your circle of friends. Today I am talking about what I feel is one of the greatest chocolate created. Yoo-hoo has been around since 1920 when  Natale Olivieri when he decided he wanted to ad fruit flavor to a chocolate with out it spoiling. One day while his wife was making tomato sauce he then came up with the idea of how to make it happen. This product was first champain  as a sports drink due to the fact that Yogi Berra and his Yankee teammates would drink it during games. Through out the years they have changed there look but the historic taste remains the same. With my campain I plan to bring Yoo-hoo back to the fore front where it use to be. Most consumers today purchase Yoo-hoo cause they grew up on it our from word of mouth. So with my new modern ads sells should double. 
 

Week 7 EOC: Vintage ads

This is a vintage ad for colgate toothpaste. The youtube footage I found for this ad was really entertaining and the jingle was great. It kept my attention through out the whole commercial. It took place in a 50's style dinner and had people dancing and singing. Its over all look was put together well and entertaing.

 

 This is a vintage ad of the Jolly Green giant for the Green Giant brand vegetables. The Jolly Green giant was a very popular character back in the 60's and even in modern time people know who he is. I remember seeing commercials as a kid and just hearing the his famous HO HO HO Green Giant jingle at the end of each commercial. The ads back then used him more as the face of there campaign but now they use more of the visual side of things and there cans.

Week 6: Chim Chim song

Pic-o-pay:

Flutistan: fluoridate used in Crest toothpaste

http://m.youtube.com/#/watch?v=9A_DPpCfFPc&desktop_uri=%2Fwatch%3Fv%3D9A_DPpCfFPc


Hexachlorophene: disinfectant used in soaps

Gl-70: toothpaste

Demasil: hyper allergenic skin cream

Vitriol-D:

Lanolin wave: hair lotion for men